The document provides branding guidelines for DMart, an Indian supermarket chain. It outlines the logo design, which features two intersecting figures and uses two shades of green. It specifies allowed uses and sizes of the primary and secondary logos. The brand's color palette, typography, and stationery templates are also defined, including templates for a letterhead, visiting card, and employee ID card. Photography and pattern guidelines aim to create brand recognition. The document aims to maintain branding consistency across all collateral materials.

1. Daily Saving Daily Discounts
brand guide

2. 01
1. introduction 2-4
5-12
13-18
19-20
21-26
27-34
35
36-39
2. the logo
3. photography
4. colour palette
5. typography
6. stationery
7. patterns
8. collaterals

3. 02
our story
DMart was started by Mr.
Radhakishan Damani and his
family to address the growing
needs of the Indian family.
From the launch of its first
store in Powai in 2002, DMart
today has a well-established
presence in 263 locations
across India.

4. 03
dmart
We are a one-stop supermarket chain that
aims to offer
customers a wide range of basic home and
personal
products under one roof.
At DMart we stock home utility products;
including food, beauty products, home
appliances and more.

5. 04
mission
DMart identify and make new products
available.
Their mission is to provide the best value
possible for customers
Our core objective is to offer customers good
products at great value.

6. 05
our logo
The logo of our brand is
minimalistic and straight
forward. The logo has an icon
at the start depicting two
intersecting people, showing
the harmony of the
relationship we have with our
customers, employees and
the community. The logo also
has a type bsed form, which
is in bold and in two distinct
shades of green.

7. 06
primary logo
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8. Daily Saving Daily Discounts
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07
secondary logos
1.
3. 4.
2.

9. 08
concept
+ + =
us customers community

10. 09
logo grid
x= 1 unit
7x
3x 1.45x
0.3x
4x
2x
5.4x
2x
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0.2x

11. Daily Saving Daily Discounts
09
spacing
one circle unit

12. 10
applying
the logo
Our logo has a few
specifications. In order to
capture the brand image and
maintain consistency this
should be folllowed strictly.

13. 11
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1. Dont scale disproportianately. All
measurements were done precisely.
2. Do not stretch the logo in any way
or form.
3. Do not use any colours other than
the specified ones.
4. Do not tilt the logo or rotate it.
5. Do not add any elements to the
existing logo.
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14. 12
logo sizing
minimum Daily Saving Daily Discounts
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7 cm
1 cm
2.3 cm 1.7 cm

15. 13
images
There are a few dos and
don’ts for our brands image
styles and how to place the
logo onto those specific
images.

16. Dos
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Make sure the logo is visible and
legible.
The logo should be on the top
right or bottom right corner.
Make sure the right spacing is
used.

17. Daily Saving Daily Discounts Daily Saving Daily Discounts

18. Don’ts
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Don’t use cluttered images.
The logo should not be too large.
And aligned anywhere other
than the right bottom or top of
an image.
Use colourful images, black and
white does not go with the
brand image.
The logo colour should not
merge with the image.

19. Daily Saving Daily Discounts
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20. sample images
18

21. colour options
19
Limit the colour usage to these colours only.
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CMYK
80,30,100,20
CMYK
70,0,90,0
CMYK
0,0,0,0

22. 20
colour palette
secondary palette
primary palette
#4eb857
cmyk- 70, 0, 90, 0
rgb- 78, 184, 87
#367639
cmyk- 80, 30, 100, 20
rgb- 54, 118, 57
#fff5eD
cmyk- 0, 3, 5, 0
rgb- 255, 245, 237
#ffffff
cmyk- 0,0,0,0
rgb- 255, 255, 255

23. 21
typography
Typography enables us to create a particular
context and have a certain personality. It is
an entire visual spectrum of text, which
means it has a direct influence on our brand
image.

24. 22
logo & headers
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 . , ? ! @ # $ % ^ & * ( )
dmart
Century Gothic bold is used in the logo and
main headers.

25. 23
subheadings
Century gothic regular can be used for
subheadings
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 . , ? ! @ # $ % ^ & * ( )
s u b h e a d i n g

26. 24
body & content
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 . , ? ! @ # $ % ^ & * ( )
body text
Silka regular should be used in body text

27. 25
other fonts
Silka italic or century gothic can be used for
terms and conditions etc.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 .,?!@#$%^&*()
subheading
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 .,?!@#$%^&*()
subheading

28. 26
combinations
Here are some combinations that can be
used in the deliverables to create a
heirarchy.
BOLD
REGULAR
BOLD
REGULAR
BOLD ITALIC
REGULAR
BOLD ITALIC
REGULAR

29. 27
stationery
To pull together all the elements of colour,
logo and typography we designed something
that will be, in many cases, an individual’s
first interaction with our brand.

31. 29
letterhead
Page size: A4(297X210mm).
Margin:20mm on all 4 sides
Logo dimensions: 80mm height
placed 13mm from the
margins.
Header font size: 12pt
(address, signed off,
recepient)
Body text font size: 9pt
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Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in
hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et
accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait
nulla facilisi.
Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in
hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et
accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait
nulla facilisi.
Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Address: 19, Nirmaladevi Dighe Marg, Chaitraban Society,
Gangadhar Nagar, Thane West, Thane, Maharashtra 400604
DMart
20mm 20mm
26 mm
30 mm
14 mm
20 mm
Shamika Dukle.
Date: 20th July, 2020
To,
Vidisha Agarwal
dmart@gmail.com dmartindia.com
9983983479

33. 31
visiting card
Card size: 90mm X 55mm.
Front side-
Margins: 7.5 mm on all four
sides
Logo should be placed 17.5 mm
away from the margins.
Back side-
Margins: 7.5 mm on all four
sides.
Font size headers -9pt
Body text: 8pt
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40 mm
7.5 mm
7.5 mm
75 mm
75 mm
17.5 mm
Ms. Vidisha Agarwal
General Manager
9689095689
Address: 19, Nirmaladevi Dighe Marg, Chaitraban Society,
Gangadhar Nagar, Thane West, Maharashtra 400604
www.dmartindia.com +91 2233400500
dmart@gmail.com
3mm
7.5 mm
7.5 mm
10 mm
75 mm
75 mm

36. 34
id card
Card size: 90mm X 100 mm.
Margins: 10 mm on all four sides
Logo should be placed 20 mm
away from the top margins.
All font size: 10 pt
Left side green border should
be 12mm
Font on green border: 35 pt
Barcode: 5mm
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General Manager
UID No. 103476
21.02.2000
B+
vidisha.agarwal@dmart.in
9683462766
:
:
:
:
:
Date of birth
Blood group
Email
Contact No.
MANAGEMENT
10 mm
10 mm
10 mm
20 mm
15 mm
5 mm
10 mm
12 mm

37. 35
We use a pattern that's unique to our brand
as it helps create more brand recognition.
patterns
We use a pattern that's unique
which helps create more brand

38. 36
collaterals
Our brand collateral is a collection of
materials and media we use to create
awareness and promote our business.
o our brand
ecognition.

42. Design and layout by Shamika Dukle
3rd year, Graphic Design
19080121069
Viman Nagar,
Pune (411014), India.